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Media Strategy: Part 1 & 2 of 3

Media Strategy: Part 1 & 2 of 3. Planning That Delivers. Media Strategy Elements. Target Audience Media classes (Type/categories) Media Mix Media Timing. Measurement. Reach How many (unduplicated) Frequency How often each person is exposed to ad(s) Gross Impressions or GRPs

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Media Strategy: Part 1 & 2 of 3

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  1. Media Strategy:Part 1 & 2 of 3 Planning That Delivers

  2. Media Strategy Elements • Target Audience • Media classes (Type/categories) • Media Mix • Media Timing

  3. Measurement • Reach • How many (unduplicated) • Frequency • How often each person is exposed to ad(s) • Gross Impressions or GRPs • 1 million people reached 4 times = 4 million Impressions • GRPs are same as impressions but expressed in viewership, listenership, or readership rating points • TRPs • Another way of referring to GRPs with emphasis on the fact they are targeted prospects

  4. Rating Points • Program A • 20 Rating Points • Average 3 exposures • GRPs = 60 • Program B • 15 rating points • 2 exposure • GRPs = 30 • Total GRPs = 90 • Usual goal is at least 100 GRPs • Desired frequency minimum is at least two impressions

  5. Media objectives • Reach 80% of women between the ages of 18-24 each month of the year (or by the end of the quarter or by the end of the campaign)

  6. Media Strategy Part 2 • Which to use: Rating points or impressions? • Planners tend to use rating points because they are easy to use • Easier to compare 90 GRPs a week vs. 120 • Harder to compare 234 million gross impressions vs. 326 million • Advertisers like to impress their channels with the huge impression numbers

  7. Determining the Strategy • Choosing the four major elements • Target audiences • Media classes • Media mix or weight • Media timing

  8. Determining the Strategy • Target audiences • Demographics • Psychographics • Lifestyles • Product or brand usage • Geodemographics • Matching the audience with the media choices • Attitudes, viewing/reading/listening patterns, day parts

  9. Determining the Strategy • Media classes • Major media • Minor or supporting media • See media characteristics and recommendations chart pp 211 and 212

  10. Determining the Strategy • Media mix or weight • Even in a single medium like TV there can be a mix • Percent on daytime • Percent on late night • Percent on news • Percent on drama and comedies • Media weighting factors to consider • Diverse population needs assortment of media • Redbook Plus LHJ, BHG • National media like broadcasting to cover • Local media like spot, newspapers, to pinpoint • Impact of strategies dealing with competition, what dealers will see, negotiating advantage, production costs, how a medium affects target audience, impact of psychological context, impact on reach and frequency goals

  11. Determining the Strategy • Media timing • Budget constraints • Seasonality • Purchase-Repurchase cycle • Stage of product life-cycle • Competitive advertising patterns • Media dominance

  12. Determining the Strategy • Media Continuity • Continuous • Flighting • Pulsed

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